Great Circle - Full Logo

Final typography and monogram integrated. The team and I at Pilot spent time really considering how to best pair typography with this mark. Ultimately, we landed on the typeface Cervo, its condensed nature gave the brand a strong hardworking energy while its soft edges maintained the desire to be approachable and friendly.

A name, narrative, identity, and packaging system was crafted to represent Great Circle's "High Tide Lifts all Boats" philosophy. Designed to speak to both their passion for coffee and the compassion of supporting a better cycle within the industry.

Designed while at @Pilot
Creative Director: Bill Concannon
Associate Creative Director: @Erik Weikert